Cracking the Code: Exploratory and verification surveys on millennials and their science curiosity, interest, engagement, identity, media habits, and cultural and religious behaviors

September 21st, 2018 | RESEARCH

Due to the dynamic nature of many fields of science, most adults will acquire the majority of their science information after they leave formal schooling. Future public-policy decisions will require adults to have an understanding of the practice and nature of modern science and technology. A major source for continued learning is science media and journalism, which has the capacity to provoke and increase science curiosity and the value of science.

In partnership with Jacobs Media Strategies, the Cultural Cognition Project at Yale Law School and Texas Tech University, KQED, the NPR and PBS affiliate in San Francisco, along with several public media partners conducted the first ever survey of Millennial science media habits, science curiosity and cultural beliefs. Millennials, born between 1981 and 1996, are projected to soon be the largest and most diverse adult generation in the U.S. and have radically changed media consumption habits.


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Team Members

Sue Ellen McCann, Author, KQED
Fred Jacobs, Author, Jacobs Media Strategies
Jason Hollins, Author
Asheley Landrum, Author, Texas Tech University
Dan Kahan, Author, Yale Law School


Funding Source: NSF
Funding Program: AISL
Award Number: 1811019

Funding Source: NSF
Funding Program: AISL
Award Number: 1810990

Related URLs

Collaborative Research: Influencing Millennial Science Engagement
Full Text


Audience: Adults | Museum | ISE Professionals
Discipline: General STEM
Resource Type: Research Brief | Research Products
Environment Type: Broadcast Media | Media and Technology | Websites | Mobile Apps | Online Media

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This material is supported by National Science Foundation award DRL-2229061, with previous support under DRL-1612739, DRL-1842633, DRL-1212803, and DRL-0638981. Any opinions, findings, conclusions, or recommendations contained within are those of the authors and do not necessarily reflect the views of NSF.

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